FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 1: Overview of Marketing

Show Answer

Share

---

All types

Filters

Study FlashcardsPractice ExamLearn

Question 1

Multiple Choice

Review LaterAdd Note

Review Later

Even though they operate from out-of-the-way airports and offer few extra services,discount,no-frill airlines like Ryanair and EasyJet have been successful.Consumers obviously consider

A) the extra services offered by these airlines to be the most thorough in the industry.
B) the long-term relationships established by these airlines to be a critical benefit.
C) the prices to be slightly lower,but not low enough to have much influence.
D) the benefit of lower prices to be greater than the cost of reduced services and less convenience.
E) the major airlines to be worthless.

F) B) and C)
G) C) and D)

Correct Answer

verified

Show Answer

Question 2

Multiple Choice

Review LaterAdd Note

Review Later

What is the focus of a firm that develops a relational orientation with its customers?

A) relating product knowledge to customer's interests
B) gaining profit from each customer transaction
C) generating profits quickly before customers shop elsewhere
D) working with competitors to simplify product offerings for customers
E) gaining lifetime profitability from customer relationships

F) A) and E)
G) C) and D)

Correct Answer

verified

Show Answer

Question 3

Multiple Choice

Review LaterAdd Note

The marketing goal of getting the "right quantities to the right locations,at the right time" relates to

Effectively managing supply chains has a minimal effect on profitability.

Supply chain management is also referred to as

Which element of the marketing mix deals with supply chain management?

Happy Cow is an example of a location-based social media application.

When the U.S.Army advertises "Be All You Can Be,Join the Army," which of the three primary promotional objectives is it pursuing?

People who initiate,organize,operate,and assume the risk of a business venture are called

Marketing is an activity that only large firms with specialized departments can execute.

As your first assignment in an advertising agency,your manager asks you to come up with messages for three billboards promoting the university you attended.The manager wants one ad for each of the three types of promotion objectives.Create an example of one sentence billboard advertising message for each objective: inform,persuade,and remind.

Marketing involves all of the following except

Many universities provide physical or electronic bulletin boards to facilitate ride-sharing and exchange of used books among students.These bulletin boards increase __________ marketing.

Explain the process of customer relationship management (CRM)in terms of how it impacts marketing activities.

Melanie works for a small computer software company.Her boss is constantly improving the company's products but neglects customers,billing,and promoting the company.Her boss is probably stuck in the __________ era of marketing.

According to the American Marketing Association,marketing is the activity,set of institutions,and processes for creating,capturing,communicating,delivering,and exchanging offerings that have value for customers,clients,partners,and society at large.

A local art gallery keeps information on its customers regarding their preferences for certain artists as well as the style of art that interests them.The gallery uses this information to inform the customers when new products arrive from their favorite artists and targets them with special promotions.In this way,the gallery is using _______ to build loyalty among its customers.

As use of the Internet took off,car manufacturers were tempted to sell directly to consumers,but decided instead to continue to sell through their existing dealer networks.The car manufacturers considered switching from __________ to __________ marketing.

What is the fundamental purpose of marketing?

In marketing terms,the trade of things of value between the buyer and the seller so that each is better off as a result is referred to as